MANILA, JULY 3, 2013 – When it comes to shopping, Filipino consumers would most likely be attracted to buy products that come with free ts. This is according to a new online study from Nielsen.
Nielsen surveyed more than 29,000 Internet respondents in 58 countries and 76 per cent of Filipino respondents say that products with free ts are more attractive to buy, exceeding the Asia Pacific average of 58 per cent. With the exception of Greece (74%), developing countries such as Vietnam (75%) comprised the list of countries that responded most strongly in favor of receiving free ts (Chart 1).
“The allure of good product promotions is strongest in developing countries such as the Philippines where practicality and creativeness are needed in order to stretch the budget. Filipinos may be ready to spend but still they are on the lookout for the best deals and promos. Offering extras or ts to consumers will get them to buy a product over another, “says Stuart Jamieson, managing director at Nielsen Philippines.
In the survey, it was further revealed that more than 80 per cent of Filipino respondents shop around in order to buy the most favorable product.
While various forms of media are available as source of information on products, the television is the dominant source of information for Filipino respondents. Particularly, the respondents prefer to get information from television on cosmetic/skin care, food and beverage, personal care, health care/medicine, household product and home appliance. Filipino respondents choose the Internet as source of information for cars, while magazines are the favoured information source for jewelry and in-store display /promotion for clothes.
The Nielsen report also brings to light the consequential role advertising has on influencing consumers’ purchasing decisions. Two thirds (67%) of Asia Pacific consumers say that advertising influences their preference for a brand – the highest in the world and 12 points above the global average of 55 percent.
This was especially pronounced in Korea and the Philippines, where around four in five consumers (79% and 78% respectively) said commercials increased their brand preference, followed by Indonesia (74%), India (74%) and China (72%). (See Chart 2)
73 per cent of Filipino respondents agreed the image created by advertising influenced their decision to buy a product, nine points higher than the Asia Pacific average of 64 per cent and 19 points higher than the global average of 54 percent. While more than half (51%) of Asia Pacific consumers said they would buy a product because they liked its commercial, less than half (48%) of Filipino respondents agreed (Chart 3).
On the loyalty front, 77 per cent of Filipino respondents said that they usually have preferred brands and types before buying, coming second to India which had 80 per cent of respondents who agreed. The global average is 67 per cent while the Asia Pacific average is at 69 per cent.
“In this report, we found out that Filipino consumers seldom switch to another brand and remain devoted to their favorite shampoo (63%), deodorant (56%) and coffee (53%) brands,” notes Jamieson.
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